Transcript Million Dollar Mega Marketing

Million Dollar Mega MarketingThe Internet,
E-mail and More
• Today
• Tomorrow
• What’s Hot
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Today
Why is internet traffic so important?
• Low cost per lease
– Can close prior to visit
– reduces on site tour time
• Inquiry to delivery time minimal
– Usually within 10 minutes
– May be able to catch them before the shop
around
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Why is internet traffic so
important?
• Increased lead frequency on
traditional slow days*
– Highest traffic Days M-W
• Changes your customer
relationship
– Sets the tone for an interactive
manager/resident relationship
– Changes the Service Expectation
• * MayMulti
Vary
by Market
Million Dollar Mega Marketing
Housing
World 2000 Presented by Tracey Hopkins & Whitney Patton
Internet Marketing
What you should know...
• The Internet Caters to Relocating
Renters
– Why do people relocate?
• New Job
• Marriage
• College
– More qualified
• Company Pays Relocation
• Adding Second Income
• Still Depending on Mom and Dad
– No preconceived notions
• Location
• Brand Identity
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Internet Marketing
What you should know cont’d
• 1st Point of Contact 60-90 days out
– Can Net down their search
– You become their relocation partner
• Take the opportunity to introduce
your brand/community
• Provide key relocation information
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Web Site EssentialsThe Basics
• Leasing Information
• Community Information
• For Residents Only
• Recruiting Information
• Corporate Culture Info
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Leasing Information
(The Basics)
• Current Rents
• Contact Info
• Office Hours
• Directions
• Photos
• Floor Plans
• Amenities
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Community Information
• Parks and Recreation
• Public Transportation
• Local Attractions
• Schools
• Shopping
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
For Residents Only
• Maintenance
• Clubhouse/
RequestsBoardroom
reservation
• Lease Renewal
Info
• Miscellaneous
Community
• Leasing office
Links
e-mail
• Events
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Recruiting Information
• Job Listings
• Benefits
• Company Recognition Program
• Corporate Awards
• E-mail Link for resumes
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
CORPORATE
CULTURE
• Company Profile
• Mission Statment
• Services Offered
• Community Involvement
• Financials
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
TOP 50- HOW THEY
FAIRED
• 28% No Web Site
• 50% Have Leasing Info
• 10% Have Community Info
• 12% Have Residents Only
Section
• 44% Have Recruiting Information
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
How To Maximize Your
Internet Exposure
• Marketing
• Training
• Tracking
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Marketing On The Internet
• URLs-example
– www.communityrealty.com
– www.communityreality.com
• Links to/from other sites
• Registration
• Banner Advertising
• E-Mail
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Free Links
• www.apartments.com
• www.aptsforrent.com
• apartmentguide.com
• www.rent.net
• www.springstreet.com
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Free Listings
•
•
•
•
•
•
•
•
•
•
•
valuerent.com
freeyellow.com
apartmentworld.com
rentalscout.com
apartmentlinks.net
http://vacancynet.com
.rentsearch.com
411now.com
apartmentlinks.net
divtech.net/classifieds
rent-it.com
Million Dollar Mega Marketing
•
•
•
•
•
•
•
•
yahoo.com
digitalcity.com
rentbase.com
rentcheck.com/
homehunt.com/
ep.com/h/epages.html
heretoanywhere.com
magnet.mwci.net/mall/rel
onet/home/)
•
SOURCE TAMI SIERWUK
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
PRINT MARKETING
• Your web address is • Redesign logo so it
is automatically
your phone number
included regardless
for the next centuryof who designs the
include it in
ad
everything
• “Current” voicemail
– Newspaper
(For Rent Mag)
– Guidebooks
make sure URL is
– Direct Mail
included in message
– Private cable TV
Channel
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
COLLATERAL
• All Stationary
corporate and site level
• Fax Cover Sheets
• Brochures
• Faxable floor plans
• Community/Corporate
Newsletter
• Maps to community
• Move-in gifts
Million Dollar Mega Marketing
• Resident referral
cards/door hangers
• Coupons
• Tell us what you think
cards
• Guest Cards
• Office note pads
• Key chains
• Coffee Mugs
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Miscellaneous On Site
• Put web address on
all signage
• Voice mail-”We are
unable to take your
call, but please feel
free to visit our web
site at www…”
Million Dollar Mega Marketing
• Community Shuttle
• Hours of operation
sign
• Uniforms
• Lease
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
TRAINING-The Basics
• Get internet access in the leasing office! They
won’t recommend something they don’t
understand.
• At a minimum get leasing consultants e-mail
• Hold leasing consultants accountable for
detailed qualification of internet leads
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
**Allstar Training**
Telephone
• Do you have access
to the internet?
• What is your e-mail
address?
• Have you seen our
web site?
• I can fax you floor
plans, or you can
print them off of our
website
Million Dollar Mega Marketing
Internet
• Make leasing
consultants experts
on your website
• Teach them how to
give tours over the
web
• Train on the
differences between
all online sources
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
**ALLSTAR
TRAINING**
• Add the following
questions to your
shops
– Did the answering
machine offer the
web address?
– Was your call or
internet request
returned promptly
– Did leasing
consultants offer
web address
Million Dollar Mega Marketing
• Follow Up
– Phone call- remind
prospects to look
you up on the web
– E-mail follow up note
if they gave an
address
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
RESPONSE TIME
• 12 Inquiries Sent
• San Francisco, Chicago, Boston,
DC, Atlanta, Houston, Columbus
• Apartments.com, Aptsforrent.com,
Apartmentguide.com, Rent.net,
Springstreet
• 2 Return Responses
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Contest Example-CESmith
• Leasing consultants earn points for timely
responses
–
–
–
–
–
24 hour response=10 points
48 hour response=7 points
72 hour response=5points
>72 hour response =0 points
No response within 5 days =-5points
– The top 3 scores win!
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
TRACKING
• Todays traffic today will be
tomorrows income-find out!
• Enables you to maximize what is
working
• Use contests to get excitement
going
• Break out sources on your Rent
Roll/AMSI
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
CURRENT
INFORMATION
• 10 Properties Surveyed
• Called to Verify Posted Rents on
the Web
• 3 were accurate
• 10 were inaccurate
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
TOMORROWLAND
• Expanded Level Of Service
–Resident Service
–Electronic Commerce
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
RESIDENT SERVICES
• Business Centers-Add the
extraordinary not just the ordinary
– Scanners
– Laser Color
– High Speed Internet Connections
– Video Conferencing/Web Cam
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
RESIDENT SERVICES
• IM Technology
– allowing residents to “instant message”
maintenance requests right to maintenance
technician
• Moving Coordinator
– full time employee who follows up to see that
all aspects of the move go smoothly
• Relocation Office
– One stop shop for everything you need to
facilitate your move
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
E-COMMERCE
– Provide and
accelerated
level of serviceconcierge
online
– Increase
ancillary
income
Million Dollar Mega Marketing
•
•
•
•
•
•
•
•
Examples
Cable
Phone
Dry Cleaning
Groceries
Movie Rentals
Shopping
Newspapers
Movie Tickets
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
PROPERTY PORTALS
• Partner with a company that
provides
– high speed connection
– internet service
– local content
• restaurants
• drycleaners
• shopping
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
E-Mail Marketing
• Make sure guest card asks for an e-mail
address
– ask permission to communicate via e-mail
– ask for secondary e-mail address
• Use “direct mail” concept to market via e-mail
to those who visited but didn’t lease
• Use relevant data to target prospects
(birthdays, etc.)
• Build a residents only e-mail list to make
important announcements
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
• Use for Corporate Outreach
• Relocating Renters
• Potential Management Clients
• Model After Website
– Use your best “sales pitch”
• Location
• attractions
• transportation
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
• Flat Screen
• LCD Or Video
• Web Cam for Video
Conferencing
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
• Basic formatted sites
• Can have simple graphics
• Are e-commerce enabled
• Can upgrade for minimal amounts
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
• You know the web works, now you
are ready to invest
• These sites are high design and
function
– E-commerce enabled
– HTML
– Java Script
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
• Insert homeboyz.com sceen shot
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
• You know the web works, now you
are ready to invest
• These sites are high design and
function
– E-commerce enabled
– HTML
– Java Script
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Vendors
• Interactive TV-sony.com
• Online Rent PaymentNetzee.com
• Free Web SitesBigstep.com
• Second Generation Web
Sites-homeboyz.com
• Darwin networksdarwin.com
Million Dollar Mega Marketing
• CD Brochures/business
cards-Mobile Video,
superduperdisc.com
• Streamline.com-Director
of New Business
Development Harvey
[email protected]
m
• Web Cam-Intel internet
videiophone, intel.com
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
SOURCES/RESOUR
CES
• Mary Froehlich and Doris Topel-Bozzuto
Management
• Jim Teller-Kay Management
• Rose Roberts, Anika Davis and Andrew
Smith-Charles E Smith
• Elaine DeLude-Grady Management
• Ann Marie Rice-Springstreet.com
• Wendy DeMayo-AJ Dwoskin & Associates
• Michael Oakes-Southern Management
Million Dollar Mega Marketing
Multi Housing World 2000 Presented by Tracey Hopkins & Whitney Patton
Whitney Patton
[email protected]
202-334-5775